Centre for Continuing Education

Marketing Automation and Email Marketing Course

Email Marketing. Maximise sales email opportunities.

COVID-19 update: arrangement of our courses

We are now delivering courses both online and in-person. Please check the delivery format for each class before you enrol.

Please note that course materials for all classes (excluding prescribed textbooks) are shared electronically within 48 hours of a course starting. Printing is not available.

We live in a digital world, so you can attract potential buyers through your website and other online avenues such as social media. However, your sales aren’t unlikely to grow very much if this is all you do. You’ll get some traffic, but your conversions to customers will be the bare minimum.

The main reason website visitors don’t buy is because they need to know, like, and trust you before they will consider spending their hard-earned cash with you. What you need is a way to stay in touch with your prospective buyers and give them a chance to get to know you. The best way to do that is via email. In other words, you need to get them on your email list and build a relationship with them there.

“The Money is in the List”. It’s something you hear quite a lot when you talk to marketers, go through training courses, or just read up on marketing strategies. And there’s a good reason for that. Sending emails to a well-targeted list of leads is one of the most profitable tasks you can do in your business.


This course aims to provide a step-by-step guide to the modern world of email marketing and give you the tools to plan and create a long-term email marketing plan and strategy.


By the end of this course, you should be able to:

  • discuss the basic elements of email marketing
  • know what platforms are best to use for your email marketing campaigns
  • create a long-term email marketing plan and strategy
  • evaluate the success rate of an email marketing campaign and be able to improve it through advanced email marketing strategies.


Module 1: The marketing automation framework

  • Why marketing automation
  • The Marketing Automation Framework

Module 2: Marketing automation design

  • How to design an automation process that saves time and uncovers opportunities

Module 3: Email marketing & marketing automation

  • What email marketing is all about and why you should use it
  • Automating your email marketing efforts
  • Platforms: “Regular” vs “self-hosted” email marketing

Module 4: Setting things up

  • The 5 Cornerstones of successful marketing automation (Landing Pages, Lead Magnets, Segmentation, Emails, Traffic)
  • Setting things up before creating your first email marketing campaign

Module 5: Creating an EM campaign

  • Email content planning
  • Building your list (creating an attractive lead magnet)
  • Planning and setting up high conversion landing pages
  • Planning a persuasive autoresponder series
  • Writing your first email marketing sequence
  • Writing results-oriented newsletters and autoresponders
  • Sending the right type of traffic to your page

Module 6: Segmentation & lead scoring

  • Why segmentation is important
  • Top 3 segments to have in your email list
  • Planning for lead scoring systems
  • Top 3 elements to design a lead scoring strategy

Module 7: Advanced email marketing strategies

  • Inbox delivery secrets exposed
  • Proven tricks for growing your subscribers list fast
  • Simple little tricks to doubling your email open rates
  • Skyrocketing your click through rates like a pro
  • How to dramatically increase your ROI

Module 8: Additional tips to consider

  • Dos and don’ts
  • Premium tools and services to consider
  • Case studies
  • Frequently asked questions

Intended audience

Suitable for anyone wanting to learn more about email marketing and how to create and implement an email marketing plan and strategy. This includes:

  • Small business owners
  • Marketing managers/coordinators
  • Digital marketing managers
  • Email marketing managers
  • Campaign planning managers.

Before the course

You should have an understanding of digital marketing and the role of email marketing within that strategy prior to attending.


A course workbook will be provided in class.


  • Expert trainers
  • Central locations
  • Course materials – yours to keep
  • CCE Statement of Completion

Marketing Automation and Email Marketing Course

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What others say.

  • This course provided a really great overview on effective email marketing. Very handy hints and ideas.
  • Tutor was great and very knowledgable about email automation. Really interesting content and explained very well!
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